One Shot Case Study Marketing Examples

Causal or Experimental Research Designs

With an experimental research design, the researcher lays out how he or she will manipulate one of more independent variables and measure their effect on the dependent variable. Some research designs involve no manipulation of independent variables. These non-experimental designs are called ex post facto, or after the effect, studies.

An experimental design must deal with four issues:

  1. The people who participate in the experiment.
  2. The independent variable or variables, which are also called the treatment variables. These are the variables the researchers manipulate during the experiment.
  3. The dependent variable, or the effect that the researchers measure.
  4. The plan for controlling extraneous variables.

Types of Experimental Research Designs

Experimental research designs can be classified into the following typology:

 

Figure 1

 

Figure 2

Pre-Experimental Designs

Pre-Experimental Designs are the simplest form of experimental research designs. Pre-experimental designs have little or no control over extraneous variables. And, these designs do not randomly assign subjects to different treatments. As a consequence, the results of a test using a pre-experimental design are difficult to interpret. These designs are often used in testing television commercials because they are simple and relatively inexpensive.

There are three types of pre-experimental designs: One-Shot Case Studies, One Group Pre-Test - Post-Test, and Static Group tests

A.   One-Shot Case Studies: With a one-shot case study, test units—people, test markets, etc.—are exposed to a treatment. The standard notion for a treatment is the symbol "X." A single measurement of the dependent variable is taken (O1). There is no random assignment of test subjects as there is only one treatment, and there is no control. Here is the standard notation for a One-Shot Case Study:

Figure 3

This research design has two significant flaws: 1) there is no pre-test and 2) there is no control group. A control group would, in this case, be a group that did not receive the treatment. Without these restraints, this research design cannot establish internal or external validity.

Despite these limitations, market researchers often use this design for testing new-to-the-market products.

B.   One Group Pre-Test - Post-Test: With this research design the test unit is measured twice, one before the test and once after the test. There is still no control group; which is to say, a group not receiving the treatment. Here is the standard notation for a one-group pre-test - post-test study:

Figure 4

Marketing researchers often use this design to test changes in the marketing plan for established products. Compared to One-Shot Case Studies, this design has the advantage of taking two measurements: one before and the other after exposure to the treatment. This allows the researcher to estimate the treatment effect by subtracting the pre-test measure from the post-test measure. But, given the lack of a control, the validity of the conclusions are questionable. Extraneous variables like history can affect the results because the observed changes in the dependent variable might be due to factors outside the research design. And, maturation can also be a problem as the observed changes to the dependent variable might be due to changes in the test subjects that are not related to the treatment. 

C. Static Group Design: With the Static Group design there is a Control Group (CG) in addition to the Experimental Group (EG). The experimental group is exposed to the treatment while the control group is not. Test units, however, are not randomly assigned to the control or experimental groups. Here is the standard notation for a Static Group study:

Figure 5

Measurements for both groups are made after the treatment is administered to the experimental group. The treatment effect is measured as O1 - O2.

Weaknesses of this research design stem from the fact that test units are not randomly assigned to the experimental or control groups and there are no pre-test measurements taken.

True Experimental Designs

True Experimental Designs are where the market researchers assign test units to treatments at random. There are three basic types of True Experimental Designs: Post-Test Only Control Group Design, Pre-Test Post-Test Control Group Design, and Solomon Four Group Design.

A. Post-Test Only Control Group Design:

With this research design, test units are randomly assigned to the experimental and control groups. The experimental group is exposed to the treatment and then both the experimental and control groups are measured. But, there is only one measurement is taken.

Here is the standard notation for a Post-Test Only study:

Figure 6

The effect of the treatment is calculated as O1 - O2.

The advantage of this research design is that the random assignment of the test units should produce roughly equal control and experimental groups before the treatment is administered. And, the mortality for the control and experimental groups should be similar.

B. Pre-Test - Post-Test Control Group Design:

With this research design, test units are randomly assigned to experimental and control groups. A pre-test measure is taken from both groups.

Here is the standard notation for a Pre-Test - Post-Test Control Group study:

Figure 7

Selection bias is controlled by the randomized assignments of test units. Mortality can be a problem if it is not relatively equal between the experimental and control groups. History can also be an issue if these factors effect the experimental and control groups unequally.

The treatment effect or TE is measured by (O2 O1) - (O4 O3).

C. Solomon Four Group Design:

The Solomon Four Group Design is a research design that assesses the impact of pretesting on subsequent measures.[i] It is used when the researcher suspects that earlier tests influence the results of later tests. With this research design, test units are randomly allocated to two experimental groups and two control groups. One of the experimental groups and one of the control groups is measured. Both experimental groups are then exposed to a treatment. Afterwards, both experimental and control groups are measured. A total of six measurements are taken. The design aims to account for pre-testing bias and pre-test manipulation interaction bias.

Here is the standard notation for a Solomon Four Group study:

Figure 8

Quasi-Experimental Designs

Quasi-Experimental Designs are used when the researcher creates an artificial environment to control for extraneous variables. With quasi-experimental designs, the research lacks control over when the treatment is administered or assigns test units to the experimental and control groups in a non-random fashion. There are two basic types of quasi-experimental designs: Time Series and Multiple Time Series.

A. Time Series: There is no randomization of the test units to the treatments. The timing of the treatment presentation as well as which test unites are exposed to the treatment may not be within the researcher's control. Consumer Attitude & Usage panels are an example of quasi-experimental designs using Time Series.

Here is the standard notation for a Time Series study:

Figure 9

The advantages of Time Series are that it is easier to interpret the results than a One Group Pre-Test - Post-Test design because of the many measures it takes. The multiple measures help determine underlying trends. But, the Time Series design has two weaknesses. First, researchers cannot control history. Second, given the repeated measures there is a testing effect on the subjects. Subjects may become more aware of their shopping habits, which could influence the results of the study.

B. Multiple Time Series: With the Multiple Time Series, the researchers add a control group to the research design. The addition of a control group enhances the researchers' ability to discern the treatment effect.

Here is the standard notation for a Multiple Time Series study:

Figure 10

Statistical Designs

Statistical Designs are a collection of basic experimental designs that offer researchers the ability to statistically control and analyze external variables. Statistical control uses various sophisticated statistical techniques to exclude the influence of extraneous variables from an analysis.

The most commonly used Statistical Research Designs are the Randomized Block Design, the Latin Square Design, and the Factorial Design. These designs offer the following advantages: 1) The effects of multiple independent variables on the dependent variable can be measured, 2) Specific extraneous variables can be statistically controlled, and each test unit can be measured more than once with these economically efficient designs. These designs are beyond the scope of an introductory Marketing Research class. We will not, therefore, cover them in any detail.

 


[i] Paul J. Lavraka. (2008). Encyclopedia of Survey Research Methods. http://srmo.sagepub.com/view/encyclopedia-of-survey-research-methods/n540.xml

 


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Compelling case studies can help you convince potential customers to start to use your product.

This is especially true if your case study subject is in the same industry or is the same size as your potential customer.

There’s just one problem.

Writing an excellent case study is hard.

So we thought we would help lighten the load for you.

This post contains 35 case study examples across a variety of industries to help inspire your content writers.

Plus, we’ll walk through a step-by-step process on how to write a case study of your own (using one of two different template styles can grab for free).

Create Great Marketing Case Studies With Four Free Templates

Before we get into the post, let’s not waste time giving you what you came here for.

That’s our marketing case study templates, right?

In this, bundle, you’ll get:

  • Three Case Study Templates (Print or PDF): Use this Word template to create a case study you’ll either print or make available via PDF. We’ve included three copies in green, red, and blue header colors.
  • Case Study Template (Web): Use this template to write your case study content as a web page.

Grab them both and following on with the rest of this post.

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What Is A Case Study?

According to Top Rank Blog, a case study is:

“An analysis of a project, campaign or company that identifies a situation, recommended solutions, implementation actions and identification of those factors that contributed to failure or success.”

Here’s a case study video example from a brand you might even be drinking right now (if we had to guess, we’d say marketers love their Starbucks):

TL;DR? Check out this Slideshare if you want a quick overview on developing case studies:

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7 Steps To Writing a Strong Case Study

Writing a case study involves gathering all the information you need from your organization, your client or a customer, and then formating into an easy to read document.

Here are the seven steps you need to follow to write a full study.

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Step One: Finding the Subject of Your Case Study

The first step in any case study writing process is deciding who you want to write about. It could be your organization, a client or a customer.

Some criteria to keep in mind when you’re selecting your case study subject is:

  • If you’re working with a customer or client, how much do they use your product or service?
  • Has there been a dramatic result since they started working with your organization?
  • Have they used a competitor before?

To find this information, consider:

  • Talking to your sales team to see if there are any prospects who may be willing to participate.
  • Asking your customer support department if they have any exceptional customers.
  • Review recent new customers to see if any prospective candidates have bought from you.

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Step Two: Ask For Permission to Use Their Story in Your Case Study

It’s one thing if you’re writing about your organization, it’s another if you’re writing about customers or clients. Don’t just pull information about them and throw it into a case study.

Ask them before you start.

Create a Permission Letter

If you are creating multiple case studies, design a pre-written permission letter. It will help move your writing process along.

Your letter should include:

  • What the case study undertaking is going to look like.
  • What they get out of the case study.

Here’s a copy-and-paste template you can tailor to your needs:

Hi [Name of person],

Our team is conducting a case study, and we would love to tell the story of [company]. Would you be interested in working with us to create a case study around the use of our product?

Here’s a description of our process and what we would need from you:

What we’d like from you:

  • High-resolution company logo (basically as big as possible)
  • High-resolution images of your team, company office, etc – stories with photos of your team will drive more traffic (people like seeing that there are humans behind a story)
  • Stats: before [Company] / after [Company]

What does the process look like?

  • 1 [phone/video call/coffee] interview with [person].
  • Our team will then take your interview and build a story out of it.
  • 2-3 email conversations may be necessary to gather extra information.
  • Once final draft is complete – we’ll send it over to your team for review.
  • We’ll then finalize the story, create a landing page, and build a campaign around it.
  • Once live we’ll share final story with you (for your marketing efforts)

Average Turnaround Time: 1 month (subject to change based on response times and edits).

What’s in it for you?

  • Perk One
  • Perk Two
  • Perk Three
  • Perk Four
  • Perk Five

Best regards,

[SIGNATURE]

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Consider Using a Legal Release Form

Another potential step in the process is asking your case study subjects to sign a legal release form so you can use their information.

You do not have to take this step in your case study creation process. If you do decide to have your subjects sign a form, consult with your legal team first.

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Step Three: Send Them An Introductory Questionnaire

Once your client or customer has agreed to participate, you should begin to format your introductory questionnaire.

This questionnaire will help you get the information you need to shape the story of your case study.

Some potential questions to include could be:

  • What problem did you experience before using our product/service?
  • Why did you select our product/service instead of a competitor?
  • How did our product/service solve a problem you were experiencing?
  • What are your goals as a business or organization?
  • Are you comfortable sharing data and metrics demonstrating your success?

You can adjust your questions based on how your customer uses your product to get specific answers or quotes that can be highlighted in your study.

Recommended Reading:40 Content Writing Tips to Make You a Better Marketer Now

Step Four: Format Your Case Study Interview Questions

Once your client or customer has completed your initial questionnaire, it’s time to draft your interview questions.

Asking quality interview questions is critical to ensure that you get the information you need to write a full case study. Remember your clients or customers are busy, so you don’t want to have to ask for more details multiple times.

Based on the responses that you received from your initial questionnaire, you can adjust questions to get any additional information you need.

Here are 25 case study questions to add to your interview.

Getting To Know Your Subject

These questions should be similar to the ones you sent in your questionnaire. These should help you gather any information you may have missed.
Potential examples are:

  • What industry is your company in?
  • How long have you been using our product or service?
  • What is your work process like?
  • How many members are on your team?
  • What goals do you set for your team?

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What Problems Were They Experiencing?

Your case study participants were obviously experiencing some problem before they turned to your organization for a solution. Give the readers of your case study, even more, context by getting as much information about their problem as possible.

Some possible questions to include in your interview are:

  • When did your team first realize there was a problem?
  • What solutions did you try before you came to us?
  • Did your problem happen suddenly or did it occur over time?
  • How did the team come to the decision that outside assistance was required?
  • What factors led to the problem developing?

[Tweet “Writing a case study? Here are five questions to ask when identifying your subject’s core problems.”

What Helped Them Make Their Decision?

Finding out what helped your client or customer decide to work with your company is not only informative for potential new business, but it can help your organization determine what materials to publish.

Try these questions out during your interview:

  • What materials did you read or watch that influenced your decision?
  • What criteria did you have when you were looking for a solution?
  • What competitors did you look at (if any)?
  • How did you convince your team to make a change?
  • What sealed the deal for you when you choose to work with our organization?

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How Does Your Solution Help?

Talk to your customer or client and find out how your solution is helped them fix the problem that they were previously experiencing.

Add these questions to your interview list:

  • What [product/service] helped solve your problem?
  • What did our product or service replace in your current work process?
  • What tasks did our [product/service] simplify for you?
  • How much time do you save?
  • What tasks did our [product/service] eliminate?

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How Did They Implement Your Product?

Another relevant question to ask during your interview process is how your subject implemented your solution into their work process. This could help eliminate nerves from other potential new customers.

Here are some questions to ask during your interview:

  • How easily did your team adapt our product into their routine?
  • How was your onboarding process?
  • What process did you use to switch over to using our product?
  • What difficulties did you face in the transition process?
  • What advice do you have for anyone implementing our product into their work process?

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What Results Did They See?

Results speak volumes so why not let your customer or client data do the talking for you? Remember that you may not be able to gather or showcase all the data you ask for.

Try adding a few of these questions to your list of questions:

  • How much faster are you at completing [task] now that you use our product?
  • How did we help you reach your goals?
  • Did you see any significant jumps in the data that your team collects?
  • How has your productivity changed since implementing our [product/service]?
  • What positive results have you seen?

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Want to keep these questions somewhere handy for reference? Save this cheat sheet:

Step Five: Schedule the Interview

You’ve found your subject, and your interview questions are at the ready. The next part of your process is going to involve setting up your interview.

First, you need to set up a time for your interview on a synced calendar.

Do This With CoSchedule: Did you know you can sync your Google Calendar with your CoSchedule calendar? Learn how.

Then you need to decide how you’re going to conduct your interview. Here are some options:

  • Phone interview. Use a phone call recording app like [Include some options here]. Make sure you have permission to record your call.
  • Video call. If you’re using a Mac, Quicktime makes it easy to record video calls on your desktop for free. Windows users can use Skype.
  • Face to face meeting. If your client is local, this may be the easiest and most personable option.

Once you and your client/customer have decided on an interview time and place, make sure that you have a way to document your interview, either through a recording device or note taking (we highly recommend recording your conversation for accuracy and peace of mind).

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Step Six: Write Your Case Study

Finally, you have all of your information collected in one place. Now comes the fun part; putting it all together into the case study template you downloaded earlier.

Writing Your Title

The first part of any good case study is a catchy title. Your title should include the name of your client or customer as well as their logo. Your subhead should also be short and included information on what product or service they used that helped them solve their problem.

In your template, add your title (and your subject’s logo):


What does a quality title look like? Well, it doesn’t have to be complicated. It should:

  • State who it’s about.
  • Explain what was done.
  • Communicate a clear result.

Take a look at this example from bit.ly:

This title works because of it explains:

  • The problem the company faced.
  • What type of company is involved in the case study.
  • How bit.ly helped them tackle the challenge.

Do This With CoSchedule: Did you know that CoSchedule’s Headline Analyzer can help you write better headlines? Try it now.

Executive Summary

Your executive summary should be a two to three sentence paragraph that describes the story of your client/customer. You can also include a statistic or two to help illustrate the success of your case study subject.

Here’s what this section looks like in your template:

Check out this executive summary example about Patagonia:

 

This executive summary works because:

  • It explains what Patagonia is about.
  • It highlights the problem the company was experiencing.
  • It’s short and concise.

Who is The Case Study About?

The next part of your case study should explain who your case study is about. This is where the information that you gathered from your initial questionnaire would go.

Here’s what this section looks like in your template:

This one, from a case study about Adobe, is tied in with its executive summary:

Why this works:

  • It explains who Adobe is.
  • It highlights what the Adobe team is already doing.
  • It ties together the problem Adobe experienced with the reason it turned to LinkedIn for a solution.

Problems They’ve Faced

In this part of the study, write about the top two to three issues that your case study participant was experiencing. You should summarize what challenges they faced as well as their previous goals.

Cirque de Soleil’s case study is a great example of address problems a company faces in a case study:

 

Why it works:

  1. The study cuts right to the heart of the problem.
  2. It mentions the specific part of the company that helped Cirque.
  3. It breaks through the fluff and gets the point across right away.

How Did You Help?

 

This section of your case study is going to show off the solutions that your customers and clients use. It should highlight the changes that you’ve brought to their team.

Callaway Golf is another great example of a case study that explains how it’s researcher helped solve their problem.

Why this works:

  • It shows people how LinkedIn has access to Callaway’s target demographic.
  • It explains how they created an app to help solve Callaway’s problem.
  • It explains parts of the data they used to target Callaway’s target audience.

Progress and Results

The final section of your case study should feature the progress that has been made since your customer or client began to use your services. This could be shown through progress towards their goals, changes in metrics they track, and more.

Here’s what this section looks like in your template:

Take a look at the results section in a case study on Weebly.

 

Why this works:

  • The results are one of the most visuals aspects of the case study.
  • They are easy to skim.
  • You can easily tell what type of growth or improvement they experienced.

Using Visuals In Your Case Study

Visuals can help add the extra oomph you need to make a great case study. It can also help make the document easier to skim.

Whether that means graphs, logos, or photos, visuals can make a huge difference.

 

Here are a few extra resources to help you create solid visuals for your case study.

Do This In CoSchedule: You can manage projects and hold your team accountable to meeting deadlines with CoSchedule?Learn how.

Step Seven: Promoting Your Case Study

Your case study is finally complete. You sent it off to your client/customer, and they approved your work.

Now what?

You did all that work, don’t forget to get it out there for the world to see.

Promote your case study by:

The great thing about case studies is that they are an easy piece of marketing material to tack on to any additional campaign.

Do This In CoSchedule: You can plan and promote all your content in one place with CoSchedule? Learn how to create and schedule automated social media promo campaigns in CoSchedule.

What Does A Case Study Look Like? Let’s Look at 5 Examples.

Now that you know how to create a great case study let’s look at some well-executed examples.

Vega Case Study Example

Here’s an example of a case study our team at CoSchedule created for Vega, a customer specializing in premium plant-based lifestyle products. It makes it clear who they are and exactly how CoSchedule has improved their business.

 

Red Bull Marketing Case Study Example

Red Bull is known for its amazing content marketing. This case study from Link Humans turns a typical blog post into a full-blown case study examining how the brand executes its wildly innovative strategy:

 

Automotive Case Study Example

Why does this case study work? It’s about an automotive company, and it’s coming from one of the biggest family brands ever: Disney.

It’s also:

  1. Concise and to the point. There is no fluff that would distract the reader from the information they need to find.
  2. Outside of Disney’s wheelhouse and therefore reaches a different but desired target market. Who would think of Disney as a resource to help craft a new company culture? This case study shows that they can.

Big-Box Store Case Study Example

Target is a big brand box store that is branching out and trying new things to interact with its customers. This case study from TED landed on our highlight list for two reasons.

  1. One is its visually appealing images …
  2. … and the other is the way the TED team formatted the study for the web. It’s short, sweet and broken into easy to skim paragraphs.

Hotel Case Study Example

This case study from Hilton is a great example of how a company can conduct a study on itself. This brief document is a perfect example of how to format a case study for easy printing.

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Now Go Write An Awesome Case Study

The fear of creating a compelling case study is gone. You have great examples to follow and two different templates to help you format the information you gather.

We can’t wait to see what you come up with.

Do you have a question or two about formatting case studies? Let us know in the comments below.

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